Influence Marketing

    • Brands need to stop the insanity and invest in true influence

      By Avtar Ram Singh, {grow} Contributing Columnist Influencer marketing is becoming a crowded space. There’s barely any loyalty between influencers and brands, especially in smaller cities and geographies. It’s also becoming confusing and controversial. A brilliant piece of journalism from The New York Times cast some light on the rise of social media bots and the inflated fo ...

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    • Social Proof and the Business Case for Buying Fake Followers

      By Mark Schaefer The New York Times just published an extraordinary and detailed report called “The Follower Factory” detailing the black market for fake followers, likes, and comments. The reporters outed politicians, athletes, and even social media gurus who had bought followers from a company called Devumi. (The State of New York is now investigating this company).

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    • The techlash: Are people ready to fight back against Big Tech?

      By Mark Schaefer Social media has gotten weird. It has congealed into a monopolistic mess. It can be manipulative and even dangerous. It is a threat to democracy. Why aren’t people more concerned? An insightful article in The Economist (“The techlash against Amazon, Facebook and Google—and what they can do”) suggests that maybe time is up.

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  • Do you create content for clicks or as an act of service?

    … By Anitha Aswath, {grow} Community Member As a new blogger and content creator, I’m just beginning to see the power of social media. And that power was on display last week. Mark Schaefer wrote a powerful post, Five marketing leadership lessons from the Internet’s biggest scandal. As I read about how Logan Paul, a young “influencer,” hurt…

    {grow}in Content- 7 readers -
  • Five marketing leadership lessons from the Internet’s biggest scandal

    … personal courage, I think “haters gonna hate” discourages people from accepting rational input. If people disagree with you, it normally doesn’t mean they hate you. Maybe they’re trying to help you. In this case, even if Logan Paul had advice to ditch the video I doubt he would have listened. He has become so big and over-confident he probably saw…

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  • Three steps to avoid influencer marketing disaster

    … By Kerry Gorgone, {grow} Contributing Columnist There’s little room for doubt these days that influencer marketing can work. According to a study from Tomoson, businesses earn $6.50 for every $1.00 spent on influencer marketing. Moreover, consumers are 92% more likely to trust peer recommendations over ads, so it makes sense that brands would…

    {grow}in Social- 12 readers -
  • What is your strategy in an era of brand resistance?

    … spending too much money where consumers aren’t — like print media. Are you spending your marketing dollars in channels because that’s what you did last year, or because that’s where you find your customers? Do you KNOW how your customers are getting information today? Some people still think influencer marketing is a bunch of fluff. It’s…

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  • A significant content insight if you’re marketing personal services

    … By Mark Schaefer I recently helped an HR company with a sticky business problem. They were following the “best practices” of content marketing — answering questions, publishing consistently, sharing on social networks — but nothing was happening. In fact their business was in a tailspin. As I reviewed their situation, here are some…

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  • Influencer marketing grows up

    … of a marketing revolution, led by anyone willing to step up and let their voice become heard through blogs, videos, and podcasts. Most exciting to me, companies were actually enacting the first influencer marketing programs — and seeing amazing results. While the social media world was pounding Klout, the critics were missing the bigger picture…

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  • Six transformative trends in influencer marketing (is it really marketing?)

    …, and undoubtedly, this has come true. In fact, the frenzy we now see in the influencer space is just beginning. As traditional advertising options are drying up, I believe even more money will be placed toward influencer marketing. That’s why I jumped at the chance to work on a new research paper that documents the state of B2B influencer marketing today. I’ve…

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  • STOP: Don’t Use Influencer Marketing Without Reading This Post

    … By Kerry Gorgone, {grow} Contributing Columnist Influencer marketing is more popular than ever. Brands like Adobe, Verizon, and many other brands have all tapped influencers to achieve their marketing goals, and it’s working. According to a study from Tomoson, businesses earn $6.50 for every $1.00 spent on influencer marketing. If you’re…

    {grow}in Social- 20 readers -
  • Unraveling the secrets of B2B influencer marketing

    … By Mark Schaefer It seems like wherever you turn these days there is another mention, post or case study about influencer marketing. Without question this is a real and important trend but it’s really just starting to creep into the B2B space. I recently had a chance to catch up with Andrew Grill, global managing partner at IBM, to discuss…

    {grow}- 23 readers -
  • Movies Every Marketer Should Watch

    … Being a marketer isn’t always easy. You have to stay on top of the latest developments. At the same time, marketers have to learn tactics and strategy. So a marketer needs to wind down as well. Watch a movie and relax. But what if we combine the two? What if marketers can watch movies about marketing? Well, you’re in luck. You can. There…

    Bas Van Den Beld/ State of Digital- 31 readers -
  • A Simple Rule for How Brands Should Work with Influencers: Attention Retention

    … called “nuance.” But if an organization wants to capitalize, they must be more nuanced in their understanding of new trends than what the blogosphere would have us believe. And today, the business blogosphere would have us believe that influencer marketing is all about that old addicting drug brands so crave: reach. But believe you me…

    {grow}in How To's- 20 readers -
  • Crossing the influence line: When does sponsorship destroy your reputation?

    … posted this question on my blog (edited for style): “Influencers started out as your friends, your social group … real life and virtual. Your interactions with this group may lead you to new store fronts, show you interesting products or teach you something new. When influencer marketing began, they were nothing more than the popular kids, social…

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  • When Social Media Piranhas Strike

    … By Clayton Carroll, {grow} Community Member We’ve seen it before. Someone disagrees with an influencer and the social media piranhas have a feeding frenzy. They quickly rip apart the dissenter. The piranhas hurl jeers and “insights” all designed to devour an opinion and shame that person from showing their face in public again. Faced…

    {grow}in Social- 16 readers -
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